1. Social Media in recruitment
Likes, shares and … academic research
Vlerick HR Day, June 13, 2012
Prof. dr. Ralf Caers

2. There are numerous social ones
But 3 large media

3. Using social media…
Private
Professional
Public

4. Highlights the big things in life…
and the small things too

5. Using social media…
Private
Public Professional

6. Using social media…

7. Using social media…
Private
Public Professional

8. Using social media…

9. Using social media…
Private
900 million
150 million
140 million
Public Professional

10. Research on recruitment & selection

11. Active recruitment
Passive recruitment
Selection

12. Research in Flanders
50,0%
44,3%
45,0%
40,0%
35,0%
30,0%
25,0%
20,0%
14,3%
15,0%
10,0%
5,9%
5,0% 3,3%
0,0%
Internal use External use

13. Passive external recruitment
• Posting job ads
• Trying to create a viral effect

14. Passive external recruitment

17. But there are pitfalls…
• To speak = to express
– Commercials don’t convince
– FB-content affects company’s image

19. But there are pitfalls…
• To speak = to express
• Like = willing to communicate
– Overload
– Media-heterogeneity

21. Preferences on Facebook
Once a month 25
Once every 2 weeks 17
Once a week 30
Twice a week 7
3 times a week 7
0 5 10 15 20 25 30 35

24. Or via the employees

25. Policy on job postings (Facebook)
Asked to 10,2
Asked not to 2,5
Obliged to 0
Forbidden to 3
No policy 84,3
0 10 20 30 40 50 60 70 80 90

26. Employees not enthusiastic
Without asking 10,3
When asked 18,3
When obliged to 14,9
Never, not even when obliged 55,8
0 10 20 30 40 50 60

27. But no compensation…
No 71,4
No, but it's a plus 24
Yes, if successful 3,6
Yes, always 1
0 10 20 30 40 50 60 70 80

28. Reputations may be linked

29. And the applicant?

30. Job search via LinkedIn
No 82,1
Yes, once 9,9
Yes, multiple times 7,9
0 10 20 30 40 50 60 70 80 90

31. Job offer via LinkedIn-connection?
Yes, often 3
Yes, multiple times 27
Yes, once 11
No 59
0 10 20 30 40 50 60 70

32. Job offer from stranger via LinkedIn?
Yes, often 4
Yes, multiple times 24
Yes, once 13
No 59
0 10 20 30 40 50 60 70

33. Exposed to job ads
Constantly 0,5
Often 11
Sometimes 39,1
Almost never 31,8
Never 17,6
0 5 10 15 20 25 30 35 40 45

34. Social media & selection

37. Results
• In 2010
– 43% looks on Facebook
– 70% looks on LinkedIn
• Decision on invitation
– 13,2% uses Facebook-info
– 26,1% uses LinkedIn-info

38. Results
• In 2012
– 43% 72,5% looks on Facebook
– 70% looks on LinkedIn
• Decision on invitation
– 13,2% uses Facebook-info
– 26,1% uses LinkedIn-info

39. What do interviewers look at on
Facebook?
• At least the profile picture
– 2010: 75%
• Everything
– 2010: 58%

40. What do interviewers look at on
Facebook?
• At least the profile picture
– 2010: 75%
– 2012: 93,6%
• Everything
– 2010: 58%
– 2012: 74%

41. Often viewed, but…
• What does a profile picture tell?

45. In 2010, interviewers thought…
• Possible:
– Extraversion
– Maturity
• Doubts on:
– Healthy lifestyle
– Intelligence
– Narcissism
• Not possible:
– Reliability
– Emotional stability
– Agreeableness
– Seriousness

46. April 2012: The proof of the pudding

47. April 2012: The proof of the pudding
• 3 pictures
• 11 characteristics
• 33 ratings

48. The proof: 3 times ‘accurate’
1. Agreeableness
2. Openness
3. Extraversion
4. Maturity
5. Intelligence
6. Emotional stability
7. Healthy lifestyle
8. Seriousness
9. Narcissism
Reliability
Conscientiousness

49. The proof: 3 times ‘accurate’
1. Agreeableness
2. Openness
3. Extraversion
4. Maturity
5. Intelligence
6. Emotional stability
7. Healthy lifestyle
8. Seriousness
9. Narcissism
Reliability
Conscientiousness

50. The proof: 3 times ‘accurate’
1. Agreeableness 1.18%
2. Openness 0.96%
3. Extraversion 0.71%
4. Maturity 0.64%
5. Intelligence 0.63%
6. Emotional stability 0.22%
7. Healthy lifestyle 0.20%
8. Seriousness 0.18%
9. Narcissism 0.00%
Reliability 0.00%
Conscientiousness 0.00%

51. The proof: 1 time ‘accurate’
1. Agreeableness 38.07%
2. Openness 37.34%
3. Extraversion 36.80%
4. Healthy lifestyle 35.01%
5. Seriousness 28.83%
6. Conscientiousness 26.86%
7. Intelligence 22.36%
8. Emotional stability 21.43%
9. Narcissism 21.05%
10. Maturity 20.61%
11. Reliability 8.89%

54. Recommendations
• April 2012:
– 70,9% of users believe in positive effect
of LinkedIn-recommendations

55. Training
• April 2012:
– 85% of users believe in positive effect
of showing skills and abilities

56. # connections
• April 2012:
– 58% of users believe in positive effect
of having many LinkedIn-connections

57. Important people
• April 2012:
– 55% of users believe in positive effect
of having important LinkedIn-
connections

58. Creating better perceptions via
LinkedIn
• Quality network?
– Once met: 62%
– Strangers: 9%
– Only tight connections: 24%

59. Thank you!
Prof. dr. Ralf Caers
Hogeschool-Universiteit Brussel

60. Social Media in recruitment
Personal perspective of a (semi-)believer
Vlerick HR Day, June 13, 2012
Jurgen Moenaert, Head of Recruiting Deloitte

61. Objectives of today
Build upon academic research – Share some experience
Discover novelties - Trigger some thoughts (or even actions ?)
What today is certainly not :
Full-scope Social Media Training
Deloitte promo-session
Me trying to convince you

62. Proposed agenda
– Setting the scene
– Social media as strategic differentiator ?
– Time for a reality check
– Some (useful ;-) tips for the road

63. Recruiting @ Deloitte

64. Recruiting @ Deloitte
Capabilities of social media for recruitment
• A touch point is every occasion where candidates give a
share of his/her attention to an employer brand.
• Social media have increased dramatically the number of
EMPLOYER CANDIDATE
potential touch points between employer and candidates.
TOUCHPOINT
Create brand
Interact & Select &
awareness
Converse Secure
Source & Inform

65. Proposed agenda
– Setting the scene
– Social media as strategic differentiator ?
– Time for a reality check
– Some (useful ;-) tips for the road

67. #1 - Segmentation

68. Different levels of “Social Adoption”

69. #2 – Implementation

70. Measuring = Knowing

71. #3 – Critical Mass

72. But … you might run into a wall of resistance !
© 2010 Deloitte Touche Tohmatsu
7
72 Copyright © 2011 Deloitte Development LLC. All rights reserved.
2

73. “People will start talking about us”
“No influence on what our own employees
are saying about us”
“It is just another hype”
“It will lead to inproductivity”
“It’s compromising our privacy”
“If I do not have an extensive social network, I will
not be able to create awareness via social media”
“I doubt the fact that people will read my updates
because an overload of information supply exist”
7
© 2010 Deloitte Touche Tohmatsu
73 Copyright © 2011 Deloitte Development LLC. All rights reserved.
3

74. fear of the unknown
© 2010 Deloitte Touche Tohmatsu
7
74 Copyright © 2011 Deloitte Development LLC. All rights reserved.
4

75. Proposed agenda
– Setting the scene
– Social media as strategic differentiator ?
– Time for a reality check
– Some (useful ;-) tips for the road

78. Facebook @ Deloitte BE
focus on brand awareness & interaction

81. LinkedIn @ Deloitte BE
Some personal investment is expected…

82. Grow your network
Feed your network
Use your network

83. … but supported by corporate initiatives !

85. Twitter @ Deloitte BE
Slowly (but steadily) taking off !

87. YouTube @ Deloitte BE
Integrated feed / multi-channel approach

88. Proposed agenda
– Setting the scene
– Social media as strategic differentiator ?
– Time for a reality check
– Some (useful ;-) tips for the road

89. Tip#1 : QR-codes to share info + generate traffic
Which info can be behind ?
URL, SMS, Email, Contact
details, Phone, Event,
Location, Wifi, Full Text

90. Tip#2 : Measure your influence with Klout score

91. Tip#3 : Think about security settings in Facebook

92. Tip#4 : If wanted, hide your connections in LinkedIn

93. Tip#5 : Tweetdeck as platform to keep the overview

94. Tip#6 : Bitly to shorten your URL

95. Tip#7 : Some useful extra features on LinkedIn
http://inmaps.linkedinla
bs.com/network

96. Tip#8 : Interesting articles on “Future of Recruiting”
The core philosophy of Recruitment 3.0:
• Not everyone is looking for a job
• Everyone is a potential candidate or brand
ambassador
• Employment brand is pivotal to your success in
talent acquisition
• People are looking for interaction with people,
not faceless, bureaucratic companies
• You are not in control of what people are saying
• Building relationships and communities is key
• Recruitment is (and probably stays ;-) boring

97. Tip#9 : What I understood to be 2 good books … ;-)

98. Tip#10 : A nice campaign example from Deloitte NL

99. Any further questions
or concerns ?
Jurgen Moenaert
Head of Recruiting Deloitte
(semi-believer ;-)